HOLLY FULTON Si Pui Tuong. 2,723 words
CONTENTS Introduction Holly Fulton The Problem Aims and Objectives The Market Target Consumer Key Message and Strategy The Tactics Outcomes Budget and Diary Directory Evaluation
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BLACK ICE PR A Fashion PR agency based in London, with a growing client list in womenswear and accessories. Black Ice PR aims to create innovative fashion campaigns that focus on highlighting key aspects of brands and communicate the best of what they can be. We have the experience in Fashion PR to create and manage campaigns, with evidence of successful past campaigns. An example is Orla Kiely. The summer campaign featured afternoon teas events across London for a limited number of guests, photographed using a Polaroid camera. Guests had to use the Facebook page for information. This fun campaign generated exciting press, distinctive images and raised Orla Kiely’s brand profile. Black Ice PR is the best team for Holly Fulton’s next campaign because we can identify a problem and find inventive solutions appropriate for the brand.
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HOLLY FULTON The Scottish born, womenswear and accessories designer epitomizing modern relaxed luxury. Holly Fulton draws upon a dizzying array of sources, from art deco lines to psychedelic illustration. Fulton designs for a confident woman, unafraid of adventure. The label has built a strong global following which continues to grow. Holly Fulton has 25 stockists across the globe, from Europe to Asia to North America and 4 online stockists. Fulton has already collaborated with Swarvoski, Smythson to ASOS and Topshop and designed exclusive tote bags for LFW SS13. Holly Fulton pieces have been seen in Stylist Magazine, The London Evening Standard to Vogue, Elle and Dazed and Confused. In addition, pieces have been seen on celebrities such as Elizabeth Olsen, Alexa Chung, and Susie Bubble to name a few. The brand is on Facebook, Twitter and Instagram but lacks personality and interaction with followers and likers.
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THE PROBLEM Even though Holly Fulton is stocked around the globe, there are only two in London; Notting Hill and Richmond. But none stock her unique jewellery.
brand in terms of sales and reputation. Moreover, to acknowledge that the stock has been moved to the warehouse suggests the brand isn’t doing very well.
While Matches in Notting Hill is listed as one of the stockists, upon arrival in November 2012 there were no Holly Fulton pieces instore. “It hasn’t been doing so well here at Notting Hill, so we tend to move it to another Matches where it’s more in demand.” According to one of the Matches, Notting Hill, Sales Advisor. In December 2012, there was still nothing available. Another Sales Advisor said “It’s been moved to the warehouse.” As a listed stockist it is a problem that the stock isn’t instore at all which affects Holly Fulton as a
Holly Fulton targets women aged 28-40, ABC1 Londoners, but our market research shows that only 1 out of 4 women aged 33-plus, shopping in Notting Hill, knew who Holly Fulton was. Moreover, Holly Fulton’s online presence could be improved. While the website is easy to navigate and up to date, her social media platforms let the brand down. They lack a personal voice and interaction with followers and likers. These websites are used for interaction and sharing information but Fulton’s pages are very business and press focused.
THE AIM
The aim is to raise Holly Fulton’s designer profile and increase sales and profits through carefully constructed objectives. We want more consumers knowing about Holly Fulton and recognising the name and style. Success of the campaign means more audiences acknowledging the brand, generating more profit for the brand and potentially more UK stockists.
THE OBJECTIVES 1. To increase the number of sales and footfall at Matches stores- Marylebone, Notting Hill, Richmond and Wimbledon- and online throughout the duration of the campaign. 2. To generate daily positive press coverage on Holly Fulton and Matches in newspapers, magazines and online throughout the duration of the campaign. 3. To increase the number of followers on Twitter and Instagram and likers on Facebook by 10% per platform by the end of the campaign.
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THE MARKET
Christmas is a time for giving but more importantly to retailers; it is a time to boosts profits. “Shops across the country saw a boost of £1.75 billion in Christmas spending last weekend in what was the busiest retail weekend of the year so far.” (Retail Gazette, 2012) While clothes and fragrance is a popular gifts to women, jewellery is still standing strong. “Over three in 10 (32%) Brits bought jewellery last Christmas, with an average spend per head of £88.” According to MINTEL. “These days British shoppers are becoming more discerning about the jewellery that they buy and are now prepared to pay more for a really good quality piece that stands out from the crowd,” comments Katrin Magnussen, senior fashion analyst at MINTEL. This quote concretes and supports our campaign as it demonstrates the gap in the market for Holly Fulton. “In the UK, 28% of consumers own a smartphone
and by 2015 iPhones will make up 11% of all total devices used in the UK.” Says MINTEL. “To capitalise on consumer awareness of technology, brands will need to take QR codes beyond niche understanding, using it to explain and offer exclusive content.” Consumers want more interaction with content rather than just looking. By being up to date with technology it shows how current the brand is. In today’s market, word of mouth is still as strong and is equally as strong as connecting via social media platforms. “Some 23% of under-35s agree that “I am more likely to buy a product or service if I see my friends have commented positively or “liked” it on social networks,” compared to only 9% of the over-35s.” Brands need to ensure their social media platforms are active. Matches competitors would be big department stores such as Selfridges, Harvey Nichols and Liberty. “Over 19 million adults visit department stores
regularly (at least once every 3 months) and 79% of those go on to buy regularly too. The frequent buyers are biased to women and the ABC1 35-54 year old special group, while occasional shoppers draw more widely from the population at large.” The three department stores can offer more than Matches, however, one common thing throughout is quality. “Good quality is a key driver- almost half of all adults (some 23 million people) shop in department stores for the quality of the products on offer.” Holly Fulton’s competitors such as Mary Katrantzou and Louise Gray are already ahead as they both have already collaborated with Topshop, with Katrantzou already on her third range. Katrantzou also has a partnership with Vodaphone UK for two seasons and a unique relationship with photographer Erik Madigan Heck. Gray, on the other hand, has already launched a jewellery range with ASOS in 2011.
TARGET CONSUMER Emma Brown. Gender: Female Age: 29 Years old Profession: Junior Creative Marketing Assis¬tant Personality traits: Confident, Creative, Busi¬ness minded, strong willed, Feminine, Open minded, Adventurous. Music: Soft Indie Where she shops: Holly Fulton, Stella Mc¬Cartney, Harvey Nichols, Selfridges, Mulberry, Zara, M&S Emma looks for high quality luxury pieces from designer brands, and shops on the high-street every now and again. She identifies with the sophistication of Holly Fulton’s collections, but also thrives on the playfulness of the designs.
TARGET MEDIA Magazines Vogue Elle Marie Claire Easy Living Dazed and Confused Harpers Bazaar LOVE Lula 10 Grazia InStyle Stylist
Newspapers The London Evening Standard The Sunday Times Style Daily Mail The Metro
Online Style.com Fashion.Telegraph.co.uk Howtospendit.ft.com Graziadaily.co.uk DailyMail.co.uk Influential bloggers/ writers Hilary Alexander Susie Bubble Gemma Cartwright JaimeLondonBoy Ella Gregory
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SOCIAL MEDIA Alice White Gender: Female Age: 25 Profession: Web Design Assistant. Personality traits: Creative, Feminine, adventurous, outgoing. Music: Indie, Acoustic. Where she shops: Selfridges, Sainsburys, Zara, Topshop. Alice is a graduate who recently moved to London. She shops on the highstreet and also invests in quality timeless pieces. She doesn’t own a Holly Fulton piece yet, but she is a loyal fan on Twitter and Instagram.
Holly Fulton’s Facebook page receives likes from an average age of 18-24 years old and is most talked about by users in London. This audience favours Holly Fulton and her work, but as their average income is between £13,000-£20,000 (ONS, 2011), they can’t afford Holly Fulton pieces just yet.
Fig 1. ONS 2011. They are still an audience to the brand, and it is important to target them through social media content to build a loyal fan base and reach future potential consumers. By targeting through Facebook we can tap into the 18-24 audience. In addition, Twitter and Instagram have celebrity users and people working in the industry so through these platforms we can connect followers to the brand, real journalists and celebrities. It is important to use these three social media platforms, not just because the brand is on them, but it reaches different types of audiences in the target age range through different types of content.
KEY MESSAGE The key message of the campaign is “Happy Hollydays”.
The witty play on the traditional festive greeting encapsulates the brand’s tone and Holly Fulton’s personality.
THE STRATEGY Even though Holly Fulton is unique and highly achieving, stockists are starting to shift the merchandise and sales are starting to fall. So with Christmas 2013 coming up and the first stockist for her jewellery pieces, this campaign plans to celebrate and promote Fulton to her current and future potential consumers.
This campaign plans to relaunch Holly Fulton as an exciting, distinctive, upcoming brand. The campaign highlights all things Holly; what she loves and showcases her skill as a designer. The brand have already established their unique selling point, has an up to date website, online and in store stockists and social media platforms with a growing number of followers and likers. The brand needs to build more awareness and communicate their ethos to really show their unique selling point for Holly Fulton to stand out as a young British designer.
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THE TACTICS
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THE LIMITED EDITION FESTIVE COLLECTION Holly Fulton will design the Limited Edition Festive Collection, Happy Hollydays, with her distinctive style and love for Art Deco, to celebrate Matches being the first UK stockists for her jewellery. The collection will include two necklaces and a pair of earrings, beautifully encrusted with Swarvoski crystals, and will be exclusive to Matches stores and online, available from 22nd November 2013 till 6th January 2014. This pushes consumers to buy the pieces for Christmas and New Years as these pieces are available for a limited time only.
Embargoed for October 2013. 1st January 2013. London. Happy Hollydays at Matches. For the first time, Holly Fulton’s jewellery will be available in Matches stores across London. To celebrate, Fulton has designed the Happy Hollydays Collection- a Limited Edition Festive Collection available across all four Matches stores from the 22nd November 2013 to 6th January 2014. The Happy Hollydays Collection features two necklaces and a pair of earrings; perfect statement pieces for the festive season. The pieces echo Holly Fulton’s signature look through the art deco style, the colour combination and the use of luxury Swarvoski crystal. The pieces will be packaged in a beautiful Holly Fulton gift box.
“I designed the Happy Hollydays collection with everything I love in mind”, says Holly. “I adore all things embellished, so I decided to combine my passion for jewellery with the decorativeness of Christmas. I very much enjoyed the challenge of working with a restricted colour palette for my AW12 collection, so for Happy Hollydays I decided to use my favourite colour combination and enforce a black and white colour scheme.” The price of the collection ranges from £160 to £395. Matches have stores in Marylebone, Notting Hill, Richmond and Wimbledon. Opening times are Monday to Saturday 10am-7pm and Sunday 12pm- 6pm. Additional notes: Matches is your destination for the best of the best of cutting-edge, international luxury fashion for men and women. Matches offer the latest womenswear designer fashion from the likes of Diane von Furstenberg to Alexander McQueen, Stella McCartney, MaxMara, Burberry Prorsum, Chloe and Christian Louboutin as well as introducing new designers from across the globe. Holly Fulton is a Scottish born womenswear and accessories designer who lives and works in East London. Since the launch, Holly has won numerous awards including Elle New Designer 2010 and was part of London’s Fashion East Platform for two seasons before gaining sponsorship and awarded support from the UK’s NEWGEN initiative for five consecutive seasons. Since launching her debut collection in February 2009, Holly has successfully developed a unique and strong brand identity. The label epitomizes modern relax luxury, whilst drawing upon a dizzying array of sources, including Holly’s love of art deco, Bauhaus shapes and psychedelic illustration. Holly has created a brand which is instantly recognisable. Contact Info: For additional information and high res images, please contact Si Tuong, Press Team. stuong@blackicepr.co.uk 07798 244 984 www.BlackIcePR.co.uk
MEDIA ANGLES Marie Claire- The Hot List A piece can be featured on Marie Claire’s Hot List as it is only available for a limited time.
Stylist Magazine- The Scoop. A full-page story on Holly Fulton’s first UK stockist for her jewellery. The story will also be great press for Matches as it reports to Londoners of the exciting, luxury festive collection that is available for a limited time only. Howtospendit.ft.com A piece from the collection can be featured in their Christmas gift guide. Fashion.Telegraph.co.uk Hilary Alexander’s favourite piece from the collection and what she would wear it with?
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THE VIP LAUNCH PARTY The night before the jewellery launches in Matches store across London, Holly Fulton and Matches will be throwing a VIP Launch Party at the Marylebone flagship store exclusively for press, celebrities and bloggers. This gives the VIP guestlist an exclusive preview of the jewellery pieces displayed in Matches, an opportunity to try the augmented reality and be the first to share the photos, and a preview of the Christmas Baubles and gift tags. Moreover, they’ll be getting in the Christmas spirit with festive drinks and canapés served and will leave with their own goody bag filled with Holly Fulton gift tags, a candy cane and a dis-
count card from Matches for them to spend on Holly Fulton’s Limited Festive Collection. The press that features the VIP guests demonstrates to the consumer who is linked to Holly Fulton while the brand can tap into different fan bases too. The guest list consists of 32 guests from Press, 29 Celebrities and 27 Bloggers.
LAUNCH EVENT
HOLLY FULTON launches limited edition festive collection; HAPPY HOLLYDAYS in collaboration with Matches. Join us in celebrating the launch of Holly’s first physical UK jewellery stockist in festive style. Enjoy festive drinks, canapés and exclusive access to our ‘Happy Hollydays’ augmented reality ‘Blippar’ app. Nearest Tube Stations: Bond Steet & Baker Street
Thursday 21st November 2013 7:00pm - 10:00pm
MATCHES
87 Marylebone High Street Marylebone Village W1U 4QU
RSVP: +447954862791 GWood@blackicepr.co.uk
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10% OFF Valid from 22.11.13 - 6.01.14
MEDIA ANGLES The London Evening Standard Holly Fulton and Matches threw an exclusive VIP Launch Party with a red carpet guest list to celebrate the launch of Holly Fulton Limited Edition Festive Collection.
Daily Mail.co.uk Which celebrity is wearing what to Holly Fulton and Matches’ VIP Launch Party and who was the best dressed? Blog A review and photographs of what they think of the festive collection from the launch night by the bloggers. Tweets and Instagram photos from guests from inside the party.
CHRISTMAS BAUBLES To coincide with the festive collection during the festive season, Holly Fulton has designed her own selection of Christmas Baubles and Christmas gift tags, exclusive to Matches, at a competitive price to cater for a wider audience. For those consumers who are loyal to the brand but cannot afford their own Holly Fulton piece, they can still decorate their tree and gifts in luxury. The baubles are available in a pack of 5 at ÂŁ30 while the gift tags are available in a pack of 9 at ÂŁ10.
MEDIA ANGLES Stylist- The Style List. Baubles can be featured as part of their Christmas Special- Best Baubles.
Bloggers A post with photos of baubles on their Christmas tree or the gift tags on their presents. “I can’t afford Holly Fulton dress yet, but I can still decorate my tree in HF!”
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AUGMENTED REALITY Holly Fulton’s debut app, in association with Blippar, allows consumers to virtually try on pieces from the festive collection no matter where they are. This is especially useful to those who cannot make it to a Matches store. Through the app, consumers can share their photos on social media platforms and using the hashtag #HollyHints, they will be featured on the Holly Fulton website and be in the chance of winning some Holly Fulton Christmas Baubles. This allows more interaction on social media platforms between the brand and the followers and likers as there will be plenty of content to retweet and “like”. Through the app, consumers also have the option to purchase the piece. They will be directed to the
Matches mobile website for a straightforward easy transaction. This will generate more sales and in turn increasing profit. In addition, there is a “Meet Holly” page to the app where there is a brief introduction to Holly Fulton to those who do not know of her yet. This is important as the consumer can learn about Holly Fulton, her way of working and her skill. Moreover, they can find her social media platform links too.
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Embargoed for November 2013. 1st January 2013. London. Holly Fulton’s First Happy Hollydays App. Holly Fulton and Matches have partnered with Blippar for their first augmented reality app. The app will coincide with Holly Fulton’s Limited Edition Festive Collection at Matches, which will be available in store from the 22nd of November 2013 to 5th January 2014. The app is accessible on iPads across all four Matches stores and free to use. Users can also download the app on iOS and Android, then scan the Holly Fulton Christmas tree which will be on Matches windows and online at HollyFulton.com. Holly Fulton’s debut app allows users to virtually try on the Festive Collection by snapping a photo of themselves and selecting their favourite festive piece. They can then send a subtle Christmas wishlist hint by sharing on social media platforms to friends and family. By using the hashtag #HollyHints, users have the chance of winning a box of Holly Fulton Christmas Baubles if they’re selected for the gallery featured on the designer’s website. The app also allow users to purchase the piece they tried on by taking them to the Matches mobile website. In addition, users can see the Christmas Baubles and Gift Tags by Holly Fulton at Matches on the app and find out more about the upcoming Scottish Designer. “I’m most looking forward to seeing our customer’s reactions to the Happy Hollydays app. The use of social media and augmented reality opens many doors for the Matches customer and provides an alternative outlook to our iconic retail experience,’ says Matches representative Alex Jones. “Matches has a dedicated focus on creativity, personality and attention to detail which is epitomized by the Holly Fulton brand. We had previously stocked Fulton’s seasonal collections in our Richmond and Notting Hill stores and are extremely excited for Fulton’s spectacular jewellery in the UK.” Matches have stores in Marylebone, Notting Hill, Richmond and Wimbledon. Opening times are Monday to Saturday 10am-7pm and Sunday 12pm- 6pm. The price of the collection ranges from £160 to £395. Additional notes: Matches is your destination for the best of the best of cutting-edge, international luxury fashion for men and women. Matches offer the latest womenswear designer fashion from the likes of Diane von Furstenberg to Alexander McQueen, Stella McCartney, MaxMara, Burberry Prorsum, Chloe and Christian Louboutin as well as introducing new designers from across the globe. Holly Fulton is a Scottish born womenswear and accessories designer who lives and works in East London. Since the launch, Holly has won numerous awards including Elle New Designer 2010 and was part of London’s Fashion East Platform for two seasons before gaining sponsorship and awarded support from the UK’s NEWGEN initiative for five consecutive seasons. Since launching her debut collection in February 2009, Holly has successfully developed a unique and strong brand identity. The label epitomizes modern relax luxury, whilst drawing upon a dizzying array of sources, including Holly’s love of art deco, Bauhaus shapes and psychedelic illustration. Holly has created a brand which is instantly recognisable. Blippar™ is the first image-recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content. The company launched in the UK in the Summer of 2011 and will be expanding globally throughout 2012. Contact Info: For additional information and high res images, please contact Si Tuong, Press Team. stuong@blackicepr.co.uk 07798 244 984 www.BlackIcePR.co.uk
MEDIA ANGLES The Stylist- The Scoop A full-page feature on Holly Fulton’s debut Happy Hollydays app, detailing her view and how it works. The feature will also include the Blipp Me! Holly Fulton Christmas Tree for consumers to blipp and see the app for themselves, no matter where they are. GraziaDaily.co.uk A hot new app by Holly Fulton and Matches in association with Blippar! Easy Living- The Buzz The Happy Hollydays app will feature in The Buzz. The London Evening Standard A small feature on Holly Fulton’s debut app and it’s innovative design to try on jewellery. The feature will also have the Blipp Me! Holly Fulton Christmas Tree.
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FESTIVE PACKAGING Each purchase, online or in store, will be presented in a Holly Fulton gift box. This can then be given to the recipient, saving the consumer time with gift wrapping. To carry the gift home, the box will be placed into a Holly Fulton for Matches gift bag, which shows passer bys around London that Holly Fulton has a Limited Festive Collection exclusive to Matches. Moreover, the windows of Matches store will highlight the exclusive collection and coincide with the colour scheme and style.
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MEDIA ANGLES The London Evening Standard Matches is the place to shop for the perfect Christmas gift this year, already beautifully gift wrapped. Londoners are scooping up pieces from the Limited Edition Festive Collection by Holly Fulton before it runs out. The Metro Matches reveal Holly Fulton windows. GraziaDaily.co.uk Christmas shopping made easy. GraziaDaily can feature a piece from the festive collection and show how it’s even posted to you when you shop online!
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OUTCOMES
Fashion.Telegraph.co.uk
Easy Living Magazine
www.stylist.co.uk/fashion/style-list/
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BUDGET
The pie chart presents an estimation of where our budget is going.
DIARY
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DIRECTORY PUBLICATION
FIRST NAME LAST NAME JOB TITLE
ADDRESS
ADDRESS
10 Magazine
Vincent
vincent.levy@10magazine.com
3 Lower John Street
W1F 9DX
10 Magazine b Magazine
Bon Magazine British Vogue British Vogue
Bullett Magazine
Dazed & Confused Dazed & Confused
Easy Living Magazine Elle Magazine ES Magazine
Fabulous Magazine Fabulous Magazine Grazia Magazine
Grazia Magazine Harper's Bazaar
Harper's Bazaar
Hunger Magazine Instyle Magazine
Instyle Magazine Love Magazine Love Magazine Lula Magazine Marie Claire
Stylist Magazine Tatler Magazine
Tatler Magazine
The Gentlewoman The Gentlewoman
The Jeweller Magazine
The Sunday Times Style The Sunday Times Style Vanity Fair
Natalie
Dembinska
Fashion Editor
Jason
Hughs
Editorial/Creative Director
Marcus
Michelle Carol
Busra
Robbie Karen Liz
Donna
Andrew Lynne
Tracey
Sophie
Catherine Pippa
Gabriele
Levy
Soder
Duguid
Woolton Erkara
Spencer Langley Thody
Wallace Barker
McKenna Sayer
Furguson Nieto
Vosper
Hachworth
Anna Hughes-Chamberlain Jennifer
Hanagarth
Jean-Marc
Masala
Pip
Katie Leith
Jayne
Alexandra Katie
Jessica Penny Ada
Belinda Harriet
Flossie Emma
Edwards Grand Clark
Pickering Fullerton Reardon Walsh
Martin Fung
Morris
Stewert
Saunders Marsh
Online/Editorial Assistant Fashion Director Fashion Editor
Jewellery Editor
Editorial Assistant Fashion Editor
Senior Fashion Editor Fashion Director
Accessories Editor Execitive Editor Fashion Editor
Fashion Director Fashion Editor
Fashion Editor
Fashion Editor
Fashion Director Fashion Editor
Fashion Editor
Junior FashionEditor Fashion Editor Editor in Chief
Editor in Chief
Fashion Director
Fashion Director Editor
Jewellery Editor Editor in Chief
Editorial Assistant Editor
Junior FashionEditor
Junior FashionEditor
natalie.dembinska@10magazine.com jason@the-bmag.com
marcus@bonmagazine.com
michelle.duguid@condenast.co.uk Carol.Woolton@condenast.co.uk busra.erkara@bullettmag.com robbie@dazedgroup.com karen@dazedgroup.com
liz.thody@condenast.co.uk
donna.wallace@elleuk.com
es.magazine@standard.co.uk
lynnemckenna@fabulousmagazine.co.uk tracey.leasayer@fabulousmag.co.uk
fashion@hungertv.com
fashion@burdamedia.co.uk
pip_edwards@instyleuk.com
jean-marc.masala@condenast.co.uk katie.grand@condenast.co.uk leith@leithclark.com
jayne_pickering@ipcmedia.com
alexandra.fullerton@stylist.co.uk kate.reardon@condenast.co.uk
jessica.walsh@condenast.co.uk office@thegentlewoman.com ada@thegentlewoman.com bmorris@colony.co.uk
harriet.stewart@sunday-times.co.uk
flossie.saunders@sunday-times.co.uk
W1F 9DX E2 8EX
E2 7DS
W1S 1JU W1S 1JU
112-116 Old Street
EC1V 9BG
6-8 Old Bond Street
W1S 4PH
112-116 Old Street
72 Broadwick Street 2 Derry Street
3 Thomas More Square 3 Thomas More Square
72 Broadwick Street
110-114 Grafton Road
EC1V 9BG W1F 9EP W8 5TT
E98 1XY E98 1XY
WC2H 8JG
WC2H 8JG W1F 9EP W1F 9EP
NW5 4BA
32-34 Great Marlborough St W1F 7JB 32-34 Great Marlborough St W1F 7JB 146-148 Clerkenwell Road
EC1R 5DG
28 Charlotte Street
W1F 2NF
146-148 Clerkenwell Road 110 Southwark Street 26-34 Emerald Street
Vogue House, Hanover Sq
Vogue House, Hanover Sq 60 Great Eastern Street
60 Great Eastern Street Felmingham Hall
3 Thomas More Square
3 Thomas More Square
EC1R 5DG SE1 0SU
WC1N 3QA W1S 1JU
W1S 1JU
EC2A 3QR EC2A 3QR NR28 0LP E98 1TT E98 1TT
Fashion/ Jewellery Advertising emma.marsh@condenast.co.uk Edior
Vogue House, Hanover Sq
W1S 1JU
Fashion Director
110 Southwark Street
SE1 0SU
Wonderland Magazine
Grace
Cobb
Creative Director
grace@wonderlandmagazine.com
Bloom
115 27 Street
72 Broadwick Street
jessica_diamond@wallpaper.com
Phillippa
Vogue House, Hanover Sq
gabriele.hachworth@hearst.co.uk
pippa.vosper@hearst.co.uk
Managing/Jewellery Editor
You Magazine
Vogue House, Hanover Sq
189 Shaftesbury Avenue
Diamond Clivaz
2B Swanfield Street
catherine.nieto@graziamagazine.co.uk
Jessica
Sébastien
Studio 5, 21 Whiston Road
sophie.fergusonjones@graziamagazine.co.uk189 Shaftesbury Avenue
Wallpaper Magazine
Wallpaper Magazine
3 Lower John Street
Fashion Assistant
sebastien_clivaz@wallpaper.com
philippa.bloom@mailonsunday.co.uk
110 Southwark Street 133 Notting Hill Gate
Northcliff House, 2 Derry St
SE1 0SU W11 3LB
W8 5TT
BLOGS www.flashanthology.com Liana-‐beauty.blogspot.co.uk www.bipling.com www.ohmyprada.com www.fashionistabarbieuk.com www.dustyburrito.blogspot.co.uk www.curaGngcuteness.blogspot.co.uk www.fredbutlerstyle.blogspot.co.uk www.boymeetsfashion.com hLp://www.huffingtonpost.co.uk www.thesoulsofmyshoes.com www.lenikauffman.com www.cocosteaparty.com www.louisainparis.wordpress.com www.lovefromloulou.com www.itsaldnthing.com fashionpearlsofwisdom.co.uk www.fashiondaydreams.com http://www.fashiontoast.com 5inchandup.blogspot.co.uk www.shonaghmarie.blogspot.co.uk www.thesartorialist.com www.thebaghagdiaries.com www.thebesZashionblog.com
Alice Amelia Bip Cameron Danielle Dusty Ella Fred Jamie Joao Paulo Kimberley Leni Leyna Louisa Louise Millie Pearl Reena Rumi Sandra Shonagh
Tate Liana Ling Tewson
W Magazine intern Former model/Fashion Blogger Freelance Journalist Freelance Journalist
Burrito Gregory Butler
Fashion Journalist/ Stylist Props stylist /Accessories Designer Model/ journalist Nunes fashiontrendseLer.com Editor Fashion Blogger Lenikauffman Illustrator Kinnear Childrenswear designer Kilburn Freelance Journalist and Stylist Arnot Styling Assistant CoLon Journalism Student Westwood Fashion Journalist Rai Online MarkeGng Manager Hagelstam Smith
Fashion Blogger Fashion TexGles Student
alice@flashanthology.com amelialiana@lianabeauty.co.uk bip@bipling.co.uk cameron@ohmyprada.com danielle@fashionistabarbieuk.com dustybe@gmail.com leyna@curaGngcuteness.com ella@elladrorpr.com jaime@boymeetsfashion.com jpnunes@fashiontrendseLer.com thesoulsofmyshoes@hotmail.com mail@lenikauffman.com cocosteaparty@gmail.com louisa@louisainparis.com Louise.arnot@hotmail.com milliecoLon@gmail.com fashionpearlsofwisdom@googlemail.com Reena@Fashiondaydreams.com rumi@fashiontoast.com 5inchandup@gmail.com shonaghsmith@gmail.com thesartorialist@mac.com baghagdiaries@gmail.com fashionwalkers@gmail.com
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EVALUATION
To measure how successful the campaign was: We will analyse sales and footfall figures of all four Matches stores vs previous year’s figures and analyse figures of Holly Fulton pieces sold to evaluate the success of the first objective. Press coverage will be monitored closely throughout the campaign. This will enable us to see how much press the campaign received, what press Holly Fulton and Matches received and where to measure the success of the second objective. In addition, we can analyse the size of the press to calculate the advertising value equivalency and see the PR Value. To measure the success of the third objective, we will analyse before and after figures on all three social media platforms. In addition we can analyse how many #HollyHints were used to see exactly how many were interested in the competition and analyse the number of Blipps.